Considering the bewildering array of marketing solutions and opportunities available for you its easy to get lost in the choices. Here's a quick primer on how to select the best marketing options for your purposes. Lets go step by step.
By Website - Company Website, Sales Site, Marketing Site
By Email - Newsletter, Updates & Alerts, Mass Mailing, Subscriptions
By SMS - Push/Pull Campaign, Mass SMS Sending, SMS as a service
By Social Media - Pure social media (Facebook), business networking (Linkedin) or update marketing (Twitter)
By Multimedia - Videos (Youtube), Online Presentations (Slideshare)
By Internet Paid Marketing - Google Adwords, Yahoo Ads and other ad networks
By Search Engine Optimization - Google Search and other search engines
Phew, with such a bewildering choice a marketing strategist can easily get confused.
Factor 1 : Income - Low, Middle, High
Factor 2: Age - Youth, Young Upwardly Mobile, Elderly
Factor 3: Product Type - B-C or B-B
Factor 4: Cost of product - Low cost Commodity, Mid-range, High End Expensive , Luxury, Super Luxury
Now its a simple case of mixing and matching the right options based on the factors.
Eg. A jazzy mobile phone will be target to 18-30 year olds, is mid-range, B-C, Middle Income. The ideal set of marketing tools would be a. Microsite, Mass Mailing, a few videos and large social media effort targeted towards the microsite. If I had the budget I would throw in some banner ads as well.
If you were selling upmarket flats then the mix would change as the target audience would be - 25-45 year olds, Middle-High Income, B-C, High End Expensive. The idea would be to build trust and the marketing mix would include Main Site (Builder's site), Highly Targeted Mass Mailing, a localized SMS campaign, and a lot of paid ads using Google, Yahoo and banner networks. What people see often they tend to trust.
Of course I might be simplying this but my idea was to give you an idea and is not meant to be a treatise on digital marketing.
Cheers,
Ron
